SocialButterfly

(Ad Council and IAA) Survey Says: More Social Marketing!

Friday, April 11th, 2008 | Blog Talk, Events and Happenings, Interesting Articles, Social Marketing | No Comments

At this past week’s International Advertising Association’s World Congress in Washington D.C, the Ad Council and IAA revealed results from the Ad Council IAA Member Survey on Social Advertising Programs. For all social marketers out there, the results are on our side.

Among the Key Findings, the following figures were given in support of social marketing:

• 57% of respondents felt their country should implement MORE social marketing campaigns than it currently has.
• 61% said their country NEEDS HELP developing social marketing campaigns.
• 90% of respondents expressed interest in sharing and learning MORE about research and creative materials for social marketing campaigns in other countries.

As I was in attendance during this conference, you can imagine how STOKED I was about this. I had to pinch myself. Here I was at the IAA World Congress, and did I hear right:  We are talking about social marketing. The real social marketing. Not social media. I could barely contain myself. Then, it happens again, and then again. And then I realize, the IAA is trying to educate and send a message to the ad community: invest in social marketing!

But where were we social marketers? our experts in the field? our voice? Absent. Here was a chance to share our passion, knowledge, excitement and message with the very industry that we can work with….and we weren’t there. So, here is my message for this post. Social marketing is great and wonderful. But we can’t stay in our bubble. We’ve reached out to the non-profit community, but all advertisers aren’t bad. There are big movers and shakers who want to do good and see the value in doing goog. We need to integrate ourselves with them….not be divisive.

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These results were shared with the Advertising industry during the IAA presentation for the 1st Social Responsibility advertising awards. These awards were presented with cooperation between IAA and ACT Responsible. The Grand Prix winner was “Signature” for Amnesty International by TBWA/Paris. To see the rest of the recipients, go here.

(This was a web-based survey through Zoomerang among IAA members from December 13, 2007 to February 11, 2008. 204 completed surveys were received from member respondents in six continents. Respondents included respondents from advertisers, ad agencies, media outlets, research companies, trade associations and universities.)

Tags: ACT responsible, Ad Council, advertising, Amnesty International, IAA, International, international advertising association, nonprofit, research study, Signature, social advertising, Social Marketing, social marketing research, Social Responsibility Award, survey, TBWA/Paris, Washington D.C., world congress